Frankfurt - Kia Motors has unveiled the Proceed
Concept today at the 2017 Frankfurt International Motor Show.
Making its world debut in Frankfurt, and designed at Kia’s
European design centre just 500 metres away from the Kia stand,
the Proceed Concept indicates what the next-generation cee’d
could look like.

Gregory Guillaume, Chief Designer Europe for Kia
Motors, commented: “The Proceed Concept is our bold
and engaging vision for a potential member of the
next generation cee’d family. Embodying the spirit
and athleticism of the current pro_cee’d, the
Proceed Concept is an extended hot hatch that
encapsulates Kia’s performance spirit. It’s an
ambassador of all our emotion, our passions and our
dynamic values. It’s the pro_cee’d reborn, more
beautiful than ever before.

“The pro_cee’d has always been Kia’s performance
halo model in the cee’d family. Since its debut in
2008 it has embodied all our driving passion, and
the model that succeeded it in 2012 extended this
dynamic lineage. However, with many European drivers
seeking alternatives to the traditional three-door
hot hatch, we began thinking about a new halo model.

“The extended hot hatch you see here could be an
alternative for us. It’s a third body type - one
that retains the athleticism of the pro_cee’d, but
reworked and reimagined to combine a striking new
visual presence with a dash of real-world
versatility. The Proceed Concept is our vision of
how the vibrant spirit of the pro_cee’d could be
reincarnated and revitalised for a new generation of
drivers,” continues Guillaume.

The
Proceed Concept is a car that unashamedly appeals to
the heart of the driver. While Kia embraces the
future, it also knows how important it is to
treasure the past. Performance cars are all about
indulging the senses, and smell is the most powerful
sense humans have for evoking memories. Guillaume
and his team has recreated the ‘Memory Bank’ for the
Proceed Concept – a flush-mounted shelf housed
within the dashboard, containing a trio of evocative
aromas.

“Each of these three engraved flacons contains a
scent synonymous with power, passion and
performance; aromas that any petrolhead will
instantly recognise,” describes Guillaume. “There’s
the warm musky smell of aged leather, the oily
fragrance of a garage that’s home to a classic car,
and the tang of high-octane motorsport fuel. This is
about automotive passion and the love of car
culture.”

“The idea behind the Proceed Concept is the same
idea that’s behind all of our concept cars – it’s to
challenge people’s perceptions of Kia and start
conversations around what is and what could be,”
says Guillaume. “Because that is what Kia’s power to
surprise is all about.”